Nar Social

Nar Social

Brand Creative
Motor City, Dubai, United Arab Emirates | View Map
Project Year

Michael Kruger

Nar Social

Brand Creative as Architects

Since the opening of the first Nar Café, in 2013, the brand has substantially grown with more locations and plans for multiple sub-brands. We have been privileged to continue our journey with the brand through supporting with the creation of their first sub-brand, Nar Social.

Nar Social, in Motor city, is a casual and laid-back version of the original Nar Café concept. The new sub-brand shifts its focus and attention towards the dining occasion, as opposed to the moody lounge concept of the Café. With this in mind the look and feel also shifted towards a raw and unaffected finish, balanced with an enveloping soft warm glow.

The ground floor of Nar Social is a non-smoking area, therefore the reference to smoke is less about shisha and more about food and aroma. A wood fired oven is the stand-out feature, boldly cladded from floor to ceiling in brick to create a dramatic effect. The oven is flanked by a customized wooden sculpture hand painted in gold and black with abstract shapes that mimic that of flickering flames. Tying back to the smoke inspired concept, as well as adding to the rich warmth, dark smoked oak was used throughout. Handmade imported Turkish tiles, used intermittently for the flooring create a traditional feel, but with a bold and modern flair, which contemporizes the space.

Elements of the original shisha pipe, inspired design were incorporated as a connection to the Café brand. However, unlike the former dark pipe pillar cladding a gold leaf paint was used to add to the overall warm glow of the space. Through the concept of exposed raw finishes and embracing the architecture of the space, the staircase became a central feature to the design. Concrete steps, were partnered with smoke infused glass panels and a unique combination of metal rods, enhanced with oversized bead work, which were inspired by traditional jewelry. The staircase provides the perfect transition from the dining area to the upstairs smoking area.

Due to the behavior of the Motor city demographic, mostly families enjoy the space during the day, but at night there is a far livelier crowd of young, single professionals. The upstairs smoking area includes board games, a bar area and flexible seating for large groups to socialize. Pops of color from the initial design along with the arabesque pattern installations were included, but toned down with a black metal mesh as a nod to the more industrial inspired features. We carefully selected and used elements from the original design, however in a less formal manner, thus creating more of a casual concept to compliment the Social sub-brand.

We are very proud and honored to still be on this exciting journey with Nar. Al Khayyat Investments were one of our very first customers 8 years ago when we started. Being able to witness the brand grow from just an idea to a fullyfledged brand with franchise prospects and the addition of multiple sub-brands has been such a privilege.

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